Our premium strategy is strongly supported by the appeal of our brands
Dominique Hériard Dubreuil, Chairman of the Board.
Jean-Marie Laborde, Chief Executive Officer.
The success of our value strategy, defined in 2004, has continued year after year. The premium segment of our sector is more buoyant and more profitable than ever. It is, however, also the most demanding. Rémy Cointreau strongly and passionately focuses on the potential of all its brands: overall growth in turnover and profitability were once again in double digits.
The Rémy Cointreau brands are increasingly regarded as a worldwide benchmark by the most discerning and demanding customers when choosing quality, excellence and product reputation.
This is due to the Group’s marketing and commercial policy which relies on the brands’ potential appeal. They are specifically positioned in the premium and ultra premium segments and are frequently updated to attract new consumers.
The relationship we establish with our customers, often an exclusive and close one, is at the heart of our success. Product innovation is a key feature, as demonstrated by the launch of a limited edition of Louis XIII Black Pearl, the launch of Cœur de Cognac in Germany and the UK and of Rémy Martin 1898 Coupe Fine Champagne in China. The relationship between the brands and their customers is also supported by successful communication initiatives and innovative consumption methods. This year, Viktor&Rolf’s surprising and innovative idea for Piper-Heidsieck’s Rosé Sauvage, Piper Piscine that dared to put an ice cube in champagne, and even the partnership between Cointreau and the divine Dita Von Teese, are all undeniable proof of successful campaigns.
With a successful global vision and premium positioning, Rémy Cointreau has reinforced its strategy to achieve excellence and its long term commitment.
We must control our distribution in order to manage our value strategy and ensure our brands meet the demands and individual features of ultra premium markets. During the year we have been working to establish an organisation to take over from Maxxium at the end of March 2009 in countries where it still operates.
In this respect we have established efficient organisational structures in Asia, other major geographic areas, and in Global Travel Retail to reflect our US network. In other, mainly European countries, partnerships are currently being finalised with the best local distributors. In all these highly competitive and promising markets for our premium and ultra premium range, our growth is well ahead of our initial forecasts. Our growth benefits from our value strategy which is based on the strong, longstanding reputation of our brands with their inimitable qualities and unique appeal.
The talent, motivation and teamwork of our staff together with the support of our shareholders contribute to the success of our brands. Their ambitions and commitment to our brands have led to our collective success.
Our knowledge of our customers, our commitments to corporate and environmental responsibility, as well as staff development through skills enhancement, lay the foundations for Rémy Cointreau’s future development. The Group’s commitment to perfection, the attention we pay to our relationships with customers and our approach to continuous improvement meet our consumers’ expectations. They also indicate our determination to retain the exemplary quality and future sustainability of our brands.